Attracting and Retaining the best CSRs

Make no mistake: your brand’s reputation hinges upon the interactions your customers have with your customer service department. They are your direct connection with the customer, and when they reach out, chances are they have a problem. Often, they are upset. This is an opportunity for your brand; at the end of the interaction, in the customer’s eyes you will either be their solution or part of their problem.
The odds are stacked against you. That’s just how it is. The perception of the average customer service experience is roughly on par with a root canal. But if you can buck the stereotypes, you’ll create some good word-of-mouth, and maybe even customers for life.
In many industries, customer service representatives (CSRs) can make or break a company’s reputation. They are the front-line staff with whom your customers interact on a day-to-day basis. You can bring in all of the new business you desire, but it doesn’t mean much if those new customers aren’t happy with service they receive from your CSRs. That’s why it’s so important to attract, hire and retain the best talent. Here are a few things to keep in mind.

Set your agency apart from the rest.

Recruiting in the insurance industry can be difficult. In order to attract the best talent, it’s important to determine what you can do to make your agency stand out from the rest. The best way to do this is by offering enticing benefits. Consider offering flexible schedules, tuition reimbursement, paid commission or bonuses. The more you have to offer a candidate, the more they will want to work for you.
Once you have high-quality CSRs, you want them to stick around. The more you can offer, the more likely they are to stay content. “Tribal Knowledge” is the term used to describe all the on-the-job learning that’s unique and specific to your business, and it’s the reason you want your employees to stay for as long as possible.

Look beyond the insurance industry.

Don’t make the mistake of limiting your applicant pool to people with experience in the insurance industry. You can always teach someone the business, but you can’t teach personality or work ethic. Your CSRs are the face of your agency. Look for the candidate who is personable, a good listener, patient and adaptable and eager to learn.
Think of “customer service” as its own industry. The pillars of good customer service span most industries. Think about the traits that are important to the job: patience, poise, and being a bit of a firefighter. Then go and find the people who are good at them. The industry-specific stuff is just details.

Retention is key.

Once you’ve hired your dream team of CSRs, do what you can to retain them. They are the front line of your business, and it’s important to keep their morale high.
Give them freedom.
Be a leader, not a micromanager. Nobody likes having someone constantly hovering over their shoulder all day. It gives the impression that they aren’t trusted or valued.
Enable them to learn and advance within your agency.
Assisting CSRs in obtaining their license will keep them personally satisfied, and inspired to work hard. Obviously, this will benefit both of you.
Listen to them.
They are interacting with your customers day-in and day-out. Make it a point to have regularly scheduled meetings with them to gain their insight on carrier updates, customer service issues, etc. You will keep your finger on the pulse of what’s happening, and they will feel that their contributions are appreciated.
Naturally, you want everyone under you to be happy, motivated, and productive. But you never can make a second first impression, so keeping your CSR team motivated will directly impact the customer.

Think of your customer service reps as clients themselves. What are the ways you can attract them, and what can you offer that will keep them happy? Remember: Happy CSRs mean happy clients. And that means more referrals, and more success for you.